New Grove hosts partners at Rum Odyssey
Grays-owned New Grove Distillery invited its international partners to an immersive rum experience at its home in Mauritius in early March.
From 2 to 6 March, New Grove Distillery in Beau Plan was transformed for the third time into a showcase of Mauritian rum as part of Grays’ Rum Odyssey programme.
The initiative aims to strengthen Grays’ relationships with local and international partners, promote Mauritian heritage, and enhance the distillery’s visibility in key markets.
International distributors, strategic business-to-business partners, and influential figures from the specialised press, including Ulric Nijs, director of the World Spirits Selection Competition, attended Rum Odyssey.
The guests experienced a three-day journey that included the Sugarcane Experience, a visit to the New Grove Distillery and the Sugar Adventure Museum.
The event provided an immersive rum experience, highlighting the distillery’s full control of production, from sugarcane cultivation to bottling, as well as its rums, such as the 21-year-old Inception.
Yannick Noel, business unit manager of rum and export at Grays, commented: “Our goal is to promote our distillery, our facilities, our brands, the quality of our rums, and our rich heritage in order to continue elevating the image of Mauritian rums to the level of the best internationally.
“Through this exclusive immersion, we hope that our distributors worldwide can become true ambassadors for our brands, experiencing the entire process from sugarcane to glass.
“This experience naturally leads to a better understanding of the products and their uses, thanks to the ‘I was there’ effect. This will allow for better showcasing of our products and therefore more favourable sales.”
Grays has promoted Mauritian rum on the international stage for several years by maintaining a presence at trade shows, international competitions, and professional events.
The company’s growth is said to depend on strong partnerships with international distributors, brand ambassadors, and journalists.
These collaborations enhance the visibility of New Grove Distillery brands in key markets and showcase Mauritian expertise to a discerning audience.
Noel continued: “New Grove Distillery rums now enjoy a solid global reputation, validated by prestigious awards, distribution in numerous countries, and a positive perception among spirits experts and enthusiasts.
“Their success helps to establish Mauritius as a recognised origin for premium rums, with the New Grove Distillery having become, over the past three years, a trending entity to watch closely on the international scene.”
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